Did Facebook Eat The Casual Game Market Share

Did Facebook Eat the Casual Game Market?

Eric von Coelln IGDA NYC Pecha Kucha Night

October 27, 2009

Blog: http://eric.voncoelln.com - Twitter: EVCinNYC

http://eric.voncoelln.com/

Who is this guy?

2005-2008

2008-2009

2001-2005

1997-2001

Casual Game Distribution: The Old Days

25%

Photo by Scott Harmsen, Kalamazoo Gazette

http://images.google.com/imgres?imgurl=http://www.kittywompus.com/macadamia/20090430/big-fish-games-logo-trans_rgb_on_light1-300x300.png&imgrefurl=http://www.kittywompus.com/macadamia/2009/04/free_big_fish_games.html&usg=__MWEj0f06LqRHN3-9o507vFJv7Nk=&h=300&w=300&sz=120&hl=en&start=2&tbnid=CYGVy_uPJPxCOM:&tbnh=116&tbnw=116&prev=/images?q=bigfishgames&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://ubrothers.com/images/LogoIWIN.png&imgrefurl=http://ubrothers.com/corporate.html&usg=__1jhKzH_HPIC1hP18SlU_VD2gbc4=&h=103&w=256&sz=6&hl=en&start=11&tbnid=vr_rmnYZeWlbVM:&tbnh=45&tbnw=111&prev=/images?q=iwin&gbv=2&hl=en

http://www.shapegames.biz/data/images/playfirst_logo.gif

22 million daily active userson Facebook

30% in the US6.6 million daily active usersin the US on ONE application

Daily US Visitors – August 2009

Pogo.com 5,500,000

Yahoo Games 1,100,000

MSN Games 463,000

Games.com 422,000

Big Fish Games 410,000

Addicting Games 389,000

King.com 323,000

Miniclip.com 320,000

Shockwave not available

Wildgames.com 297,000iWin 237,000Wordlwinner 231,000Popcap.com 157,000Gamehouse/Real Arcade 210,000

10,059,000

22 million daily active userson Facebook

30% in the US6.6 million daily active usersin the US on ONE application

Vs.

Facebook Quickly Getting Older, More Female

• Traditional Casual Gamer• Heavily Female• Skews Heavily older• Plays more in browser than Download

55-65 45-54 35-44

Feb-09

717,260 1,377,440 3,598,800 Sep-09 3,284,500 5,913,360 8,659,040

458% 429% 241%

http://pixel.quantserve.com/r;r=64395;a=p-9fYuixa7g_Hm2;labels=click.id.*http:/www.quantcast.com/facebook.com/demographics

http://pixel.quantserve.com/r;r=64395;a=p-9fYuixa7g_Hm2;labels=click.id.*http:/www.quantcast.com/facebook.com/demographics

http://pixel.quantserve.com/r;r=71620;a=p-9fYuixa7g_Hm2;labels=click.id.*http:/www.quantcast.com/pogo.com/demographics

FarmVillelaunches

http://4.bp.blogspot.com/_SWmxMwbtbq4/SlFzJlJ-vtI/AAAAAAAABQw/iMKj9WlPsWU/s320/Farmville+logo.jpg

Casual Download Game Spiral: Dropping Prices

Jan 2009

Sep 2009

May 2009

http://images.google.com/imgres?imgurl=http://www.votenader.org/email/general/2008/10/23/2DollarBill.jpg&imgrefurl=http://www.votenader.org/blog/2008/10/23/help-get-ralph-into-guinness/&usg=__THJlcuLkPVapxQQGxLb4w-aRRDo=&h=211&w=500&sz=86&hl=en&start=2&tbnid=GgvTC-frXqBxSM:&tbnh=55&tbnw=130&prev=/images?q=2+dollar+bill&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://asiajin.com/blog/wp-content/uploads/2009/02/shockwave_logo.gif&imgrefurl=http://asiajin.com/blog/2009/02/13/shockwave-closes-japan-loses-one-of-its-biggest-casual-gaming-sites/&usg=__m8-4O2254vW4moM3fOAeHK2nz4s=&h=90&w=237&sz=3&hl=en&start=5&tbnid=RK1CrIbm_SZ8wM:&tbnh=41&tbnw=109&prev=/images?q=shockwave+logo&gbv=2&hl=en

Casual Download Game Spiral: Fighting for Space

Market Saturation

http://images.google.com/imgres?imgurl=http://i-mode.o2.co.uk/images/logo_realarcade.gif&imgrefurl=http://i-mode.o2.co.uk/content_games.html&usg=__OFeHA8WeACq1cQvyLp0HQrnPgTk=&h=123&w=128&sz=2&hl=en&start=1&um=1&tbnid=8QPTaK9GlBkYNM:&tbnh=87&tbnw=91&prev=/images?q=real+arcade+logo&hl=en&rlz=1T4GGLL_enUS346US346&sa=N&um=1

Casual Game Distribution: Now

20% (moreDownward

Pressure)

http://images.google.com/imgres?imgurl=http://www.kittywompus.com/macadamia/20090430/big-fish-games-logo-trans_rgb_on_light1-300x300.png&imgrefurl=http://www.kittywompus.com/macadamia/2009/04/free_big_fish_games.html&usg=__MWEj0f06LqRHN3-9o507vFJv7Nk=&h=300&w=300&sz=120&hl=en&start=2&tbnid=CYGVy_uPJPxCOM:&tbnh=116&tbnw=116&prev=/images?q=bigfishgames&gbv=2&hl=en

http://images.google.com/imgres?imgurl=http://ubrothers.com/images/LogoIWIN.png&imgrefurl=http://ubrothers.com/corporate.html&usg=__1jhKzH_HPIC1hP18SlU_VD2gbc4=&h=103&w=256&sz=6&hl=en&start=11&tbnid=vr_rmnYZeWlbVM:&tbnh=45&tbnw=111&prev=/images?q=iwin&gbv=2&hl=en

http://www.shapegames.biz/data/images/playfirst_logo.gif

http://images.google.com/imgres?imgurl=http://www.votenader.org/email/general/2008/10/23/2DollarBill.jpg&imgrefurl=http://www.votenader.org/blog/2008/10/23/help-get-ralph-into-guinness/&usg=__THJlcuLkPVapxQQGxLb4w-aRRDo=&h=211&w=500&sz=86&hl=en&start=2&tbnid=GgvTC-frXqBxSM:&tbnh=55&tbnw=130&prev=/images?q=2+dollar+bill&gbv=2&hl=en

http://i32.photobucket.com/albums/d3/Mando034/sad_face.jpg

Facebook Distribution Option$25K/dayper millionDaily Users

-- Sean RyanLoki Partners

Don’t Get Me Wrong…

• Different Type of Game– Take advantage of viral nature– Monetization has to be core part of design

• Requires more of a Continual Service Model– Different infrastructure – scale, payments– Facebook changes rules sometimes– Frankly more like an MMO

Plus…

Zynga Dominates Everything…

They Used to Be Small Too

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Daily Active User divided by Monthly Active User

Social Game Sticky Factor

See more about the Sticky Factor at http://www.insidesocialgames.com/2009/10/27/the-sticky-factor-creating-a-benchmark-for-social-gaming-success/

http://www.zynga.com/games/index.php?game=mafiawars

Key Learning From Zynga’s Quest

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Gifting Launched

Achievements Launched

First Loot Offering

http://www.zynga.com/games/index.php?game=mafiawars

Cross Promotion Key to Success

Join Together to Cross Promote

Facebook a Direct Model to Explore$25K/dayper millionDaily Users

-- Sean RyanLoki Partners

No New York Companies…Yet?

Twitter: @EVCinNYCBlog:

http://eric.voncoelln.com

Technology

Did Facebook Eat The Casual Game Market Share